Guarani appeared on the market in 2017 and quickly gained recognition and popularity among yerba mate tea fans. Ilex leaves used in its production grow on the plantations located in the department of Itapúa, Paraguay. The southern territories of the country near the Argentinian border are known for perfect climate to grow it. Tropical sun, humid air and fertile soil have always attracted yerba mate producers. One of the pioneering companies was EBSA, the creators of renown Selecta brand. Guarani is their latest product created especially for the markets outside of South America.
We’ve been collaborating with EBSA for few years now and our relationship has always been very friendly. Since we’ve become an official distributor of Selecta brand, we visited them few times. The town of Bella Vista is located by the Parana river next to the Argentinian border. The central point of the complex is the impressive colonial-style villa. Originally it used to be the home of the owner. Nowadays, that’s where the executive offices are located. Right next to it there are granaries, the production hall (the processing plant for holly) and, of course, the plantation itself.
The hospitality of Paraguayans surpasses the wildest imaginings. Our business meetings quickly lost their official character. The idea of creating a new brand was brought spontaneously. Although the whole thing started with a casual conversation, the idea turned out to be interesting for both sides. We agreed that the product would go primarily to the European market. Our duty will be to take care of the distribution and promotion of the brand, while EBSA will be responsible for production and confection of mate. After a deeper analysis of the situation, we decided to cooperate. That moment that can be recognized as the symbolic beginning of Guarani.
Back then we didn’t know what would be the name of the brand we were working on. We came up with it after a long brainstorming session. We agreed on the idea that the name should be related to the place of origin of our yerba mate tea. We were trying to find geographic associations and references to the local flora and fauna, but we couldn’t come up with anything interesting. Finally, someone suggested the word “Guarani”. Omnipresent in the public space of Paraguay, the term is used in the context of local indigenous people, their language (with official status), and the country’s official currency. And of course we have to mention that Guarani Indians were actually the discoverers of the properties of Paraguayan holly and the first yerba mate users! The idea was met with approval and already at the stage of early consultations the initial concept of a logo and graphic design were created. We based it on strong aesthetic connections to the local culture. We wanted to give you even more than the highest quality natural yerba mate. We also wanted to honor the magic of Paraguay itself. This beautiful republic is a place that really deserves it!
The choice of ingredients was still to be resolved. We spent the following days wandering around the plantations, watching the production process and tasting various blends of yerba mate tea. We drank a lot of different infusions before we were able to choose the best one. We decided to stick to a Paraguayan classic with dust and sticks. The leaves of an average size are intensely smoked. Due to the appropriately balanced amount of other components, the whole is not overly expressive. The bitter note is accompanied by a bit of distinctive sweetness that makes it feel more balanced. We have established that, apart from the classic elaborada, there will be several variations of our yerba mate. Paraguayans of EBSA know everything about yerba mate. In conjunction with our understanding of the realities of the European market, we selected several options:
- Guarana blend due to its energizing properties and huge popularity in latin countries
- Silueta variation which is a perfect mix of yerba mate with herbal and citric tones
- Katuava blend – for its beautiful deep aroma and recognition as a natural aphrodisiac.
- Menta limón; we’ve had many mate tea blends with mint and lemon and this one is definitely the best. We’ve never tried anything like it before!
Finally, we added despalada to our list of variations. This time, the initiative came out on our part. For the purposes of the Paraguayan market, this kind of mate tea blend is simply not produced. However, as our experience with European market shows, it’s widely chosen. We did it and it turns out Guarani Despalada is the very first stem-free yerba mate from Paraguay!
Guarani premiered on the European market in 2017. Currently, it is available in Poland, Spain, France, Italy, Great Britain, Germany and the Czech Republic. Recently, on a smaller scale, we’ve even sent it to the Middle East! Looking through the prism of the fast growing group of fans of the brand, it can be said that the our project was a hit. We assure you, however, that we are not about to rest! We are planning further dynamic development, so if you want to keep up with Guarani on a regular basis, be sure to follow us here and on social media. You will never miss any news, and – you can believe us – we are about to strike it big!
